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Ammara Mahmood

Assistant Professor, Marketing

Research / Areas of Expertise

Digital Marketing

Social Media

Consumer Behaviour

Branding and Crowdfunding

Biography / Academic Background

Ammara Mahmood is an assistant professor in Marketing at Wilfrid Laurier University. She holds a Ph.D. from Saïd Business School, University of Oxford and Masters degrees from Yale University and the University of Toronto. Prior to joining Laurier, Ammara was a lecturer in Marketing at Cass Business School, University of London.

Ammara's primary research interests include social media marketing, modeling consumer behavior across digital channels and pricing strategies in competitive markets with customer recognition.

Ammara's research has been published in leading journals such as Management Science, Journal of Interactive Marketing and Journal of Strategic Marketing.

Research Interests / Ongoing Projects

Ammara's recent research has explored the impact of social media platforms on online content consumption.

Ammara's research has been published in leading journals such asManagement Science, Journal of Business Venturing, Journal of Interactive MarketingandJournal of Strategic Marketing.Her research has also been covered by Forbes.

Student Opportunities / Supervising

Ammara is interested in supervising graduate students and has occasional research assistant opportunities for undergraduate and graduate students interested in data analysis and conducting online experiments. Contact Ammara for more information.

Mahmood A., C. Sismeiro, 2017. Will They Come and Will They Stay? Online Social Networks and News Consumption on External Websites, Journal of Interactive Marketing, Vol:37, ISSN:1094-9968, pp.117-132.